We’re moving from attention to connection

What is attention? What is connection? And what do they have to do with your brand?

We're here to break it down.

Weekend Pickleball Club's first anniversary celebration.

First, let’s talk about attention.

In marketing, attention is gold. It’s where your audience spends their time. Maybe they’re on TikTok at 2 AM, walking through BGC on a weekend, or scrolling through Instagram during lunch. Wherever their eyes and minds are, that’s where businesses are told to show up.

That’s why brands chase virality. It’s why everyone jumps on trends. Because being seen is half the game. But here’s the thing. We’re not here just to be seen. We’re here to be felt.

Now, what about connection?

A quick throwback to life before the internet. Back when kids (hi, fellow millennials) played outside every weekend. No phones, no notifications. Just real friendships, shared snacks, and honest conversations. That was connection.

Raw. Human. Real. And as the saying goes, what goes around comes around.

From clicks to care.

When the pandemic hit, we weren’t just stuck at home. We were craving connection. After living behind screens for so long, people wanted something deeper. They wanted eye contact, real conversations, and something that felt like home.

That shift is changing how brands show up. It’s not enough to be catchy. Attention fades. Connection lasts.

So, how does connection help your business?

Because people don’t just buy from brands. They buy from brands they trust. Brands that listen. Brands that feel familiar. Brands that care. And that care starts with your community.

These are real people. With real stories. Giving real feedback.

Connecting with your community means showing up for them, not just talking at them. It means taking the time to understand their needs, reply to their comments, and thank them for being part of your journey. It’s not about getting the most likes. It’s about building the kind of brand people want to root for.

How do you find your community?

Start by listening. Look at who’s already engaging with you. Who’s replying, reposting, buying, tagging. That’s a start.

Then go deeper, ask questions, show behind the scenes. Join conversations in your niche, not just your page. The more you listen, the clearer your people become.

And here’s something important. You don’t always have to build your own community. Sometimes, it’s already there. You just have to show up, contribute, and genuinely enjoy the company of others. Be part of something that already matters to people.

And once you’re there, what do you do with your community?

This is the heart of it. You don’t always need a big plan. Just spend time with people. Play sports with them. Host workshops. Share meals. Create together. Laugh at the same memes.

It’s in these moments, these shared, ordinary, honest experiences, that connection grows naturally. And from that, organic conversations happen. Unexpected insights come up. Sometimes, even ideas that can shape your business in the most authentic way.

In short?

If attention is the party, connection is the conversation you remember after. If attention is the spark, connection is the fire that keeps people warm.

And that fire lives in your community. So if you're building a brand, maybe it’s time to stop chasing the algorithm. Start showing up, listening closely, and enjoying the company of real people. That’s where the good stuff begins.

Written by Four Cabais, Creative Director, Founder, Studio FC.